Retailing, Franchising, and Consumerism Business Intelligence in China

IHG Brings Loyalty Marketing Program To China

InterContinental Hotels Group will enter a nationwide agreement with loyalty membership firm Hospitality Marketing Concepts to introduce the Priority Privilege Program to China market.

Priority Privilege is a paid membership program, offering members dining savings and extra benefits on hotel amenities in all the participating IHG hotels under the InterContinental, Crowne Plaza, and Holiday Inn brands.

"Priority Privilege is offered alongside IHG's global loyalty program Priority Club Rewards, which is the world's largest hotel loyalty program with over 33 million members worldwide and 600,000 members in China. Priority Privilege will help create brand preference for IHG hotels among consumers throughout China," said Dexter Chia, vice president, sales and marketing, IHG Greater China.

The world's largest hotel group by number of rooms, IHG is expanding rapidly in China. IHG currently has a portfolio of 70 hotels in over 30 cities across Greater China and is on track to have 125 hotels open by the end of 2008.

"We are delighted to be working with IHG in China," said Stuart McAusland, corporate vice president and general manager Asia Pacific for Hospitality Marketing Concepts. "HMC is committed to this substantial project, and will be focusing significant efforts and resources to ensure the program's success in China. HMC will be bringing more than a decade of local China market knowledge into this partnership and, together with IHG, will be establishing Priority Privilege as the leading hotel loyalty product to strengthen patronage at IHG hotels in this country."

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